Taking Company Culture on the Road: How To Close the Frontline Gap in Transport

Getting people and goods where they need to go safely and on time is vital to keeping many other industries and sectors running smoothly. From public transit that brings thousands of employees to work every day, to trucks transporting materials between factories and suppliers, to the last-mile couriers who put your product into customers’ hands, transportation is an essential part of any successful infrastructure.

But even though frontline transport workers are key players in this crucial system, our research shows that many of them don’t feel that way. For our recent Frontline Gap Report, we surveyed over 7,500 frontline workers across industries, including more than 600 from transport, to understand the fracture between frontline and desk-based workers commonly known as the “Frontline Gap”.

We discovered that many frontline transport workers are feeling disconnected from company culture, undervalued compared to their peers, and uncertain about their future at their organization. In transportation, this employee disengagement can have major negative consequences, such as delivery or journey delays that disrupt supply chains and degrade customer experiences.

So what can you do to close the frontline gap in transport? Download the full Transport Frontline Gap Report to learn more – and read on for some key takeaways.

1. Frontline transport workers don’t believe company culture applies to them

Only 10% of frontline transport workers are certain their company culture applies to them, the lowest across all industries surveyed.

Why is this? For starters, more than half (62%) of frontline transport workers aren’t confident they know what their company’s mission and values are. This is the highest figure among named industries and a notable jump up from the overall average of 56%.

But even when they are familiar with their company’s mission and values, more than two-thirds (69%) of frontline transport workers don’t feel strongly connected to them. Only one in 10 (11%) say they “definitely” feel connected, the lowest across industries (alongside retail and aviation).

When you’re on the road with no fixed work location, it’s hard to feel like you’re a part of something bigger. But company culture shouldn’t be confined to an office – after all, it’s more than just branded decor or free snacks.

Use a digital employee experience platform (EXP) to bring your mission and values to life from anywhere. With an EXP, you can create accessible virtual spaces that showcase your company culture, exemplify your values, and enable frontline transport workers to connect with them (and each other), no matter where they are.

2. Favoritism or bias compromises frontline transport workers’ sense of belonging

Every day, frontline transport workers navigate difficult challenges, like long working hours, physical demands, and high stress levels. But just over a third (39%) feel that they’re frequently recognized for their work, while a worrying 17% feel they almost never receive any form of recognition.

What’s more, almost half (48%) of all frontline transport workers say their company cares more about office workers than them, despite 42% feeling like they have a bigger impact.

Perhaps that’s why frontline transport workers report that favoritism or bias is the number-one factor negatively affecting their sense of belonging at work, with lack of recognition also ranking in the top three.

For this cohort, a little recognition goes a long way: frontline transport workers say that recognizing their individual contributions is one of the top ways to make them feel more valued, with one in three (36%) even preferring public praise to getting a bonus.

3. Frontline transport workers aren’t confident there’s a clear path forward at their company 

Growth opportunities are a top priority for frontline transport workers, but only 10% are confident there’s a clear path forward at their company, compared to 13% across all industries. Additionally, more than half (57%) of frontline workers in transportation feel they have fewer growth opportunities than their office colleagues, further deepening the frontline career gap.

If companies don’t provide these growth opportunities, they risk losing talent and experience to competitors that do. In transport, almost half (49%) of frontline workers say they would leave their current job for another company offering the same pay but better career growth.

This means that attrition is a real risk for businesses that don’t invest in long-term employee progression and success. In transport, high turnover of frontline workers can disrupt schedules, delay deliveries, and even increase safety issues.

Defining and communicating clear career paths for your frontline workers (that is, paths that don’t end up at a desk) is an essential investment in their happiness – and in your business.

From on-the-go to in-the-know

Frontline workers are always on the move, but none more so than those in transport. Limited access to devices, isolated working conditions, and detachment from physical locations can cause these employees to feel disconnected, disempowered, and disengaged, leading to negative business outcomes like attrition and poor service.

To close the frontline gap in transport, you need to bring company culture and communications to these workers, wherever they are. With an EXP, you can engage, inspire, and improve the employee experience, whether you’re on the road or in the office.

Want to learn more? Download the full Transport Frontline Gap Report now to get more insights and actionable tips.